Heepo explained to me how he was interested in something called “The Arthur Page Principles of Public Relations Management”. Arthur Page was a vice president of AT&T in the 1930’s. Page has been considered the dean of public relations and communications. One of the most important things he established were the seven principles of public relations management. First, I decided to tell him what the seven principles actually are. Below they are described.
1. Tell the truth
- He felt you should let the public know what is happening in an organization and let the public become aware of the group’s character, ideals and practices.
2. Prove it with action
- The public will view a company not by what it says, but by what it does.
3. Listen to the customer
- A company should always know what the public wants and it is the job of the company to keep informed on public opinion.
4. Manage for tomorrow.
- Anticipate public reaction and eliminatepractices that create difficulties. Generate goodwill.
5. Conduct public relations as if the whole company depends on it
- Understand that public relations in a manager’s job and the whole company are depended on goodwill.
6. Realize a company’s true character is expressed by its people
- The strongest opinions — good or bad — about a company are those formed by the employees
7. Remain calm, patient and good-humored
- Consistent and reasonedattention to information and contacts; when a crisis arises,remember, cool heads communicate best.
Heepo was also curious about how these practices are applied today. These principles of public relations are still sound advice to companies and many companies still follow these guidelines. No matter what media you use, these are principles that help a company gain goodwill. These steps can be applied to any business atmosphere and they should be followed.